Smartphone owners are most likely to subscribe to a brand via its email, text or social media channels for incentives or coupons (55%) and loyalty rewards points (52%), per results from a Vibes survey [download page] of more than 1,000 adults smartphone owners. Exclusive content (26%) and product information and updates (25%) are secondary reasons, per the report. This suggests that consumer motivations for engaging with brands haven’t changed much in the past few years, with research from 2013 for example indicating that US app users primarily use them for discounts rather than updates.
Meanwhile, the leading reasons for unsubscribing from a brand or company in the Vibes survey was too many messages or updates (59%), followed by irrelevant information (51%). These were also the leading culprits noted in a recent survey demonstrating the reasons why consumers unsubscribe from marketing emails.
The following is a brief list of other intriguing data points sourced from recently-released research.
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